Strange story about uber-rich Sergey and Larry looking to buy a jet, and getting into the underwear business. Mad. Thanks Danny Sullivan.

However, the interesting part of that article is the second half.

Michael Wolff: 'Free Information is Now the Topic in the Media Industry'.

Content is not king, audience share is. In the online newspaper business, content that exists behind a pay wall isn't content - it is authority lost.

This is why newspaper CEO's who think they will use an online subscription revenue model as a form of risk mitigation are kidding themselves. Nobody is going to pay for news stories they can get elsewhere for free.

The established newspapers have one advantage: authority. However, if they lock up their content, they won't even have that. They will cease to matter because they have opted out of the conversation.

As Doc points out, "putting old editorial behind a costwall subtracts a value that matters more than money: authority". He explains further here.